<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202024000100320</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Herramientas de evaluación y mejora de la experiencia del cliente en el sector hotelero]]></article-title>
<article-title xml:lang="en"><![CDATA[Tools for evaluation and improvement of the customer experience in the hotel sector]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Paredes Núñez]]></surname>
<given-names><![CDATA[Ángela Verónica]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ichina Achache]]></surname>
<given-names><![CDATA[Luis Fernando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Salas Medina]]></surname>
<given-names><![CDATA[Paulina Elizabeth]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Regional Autónoma de Los Andes  ]]></institution>
<addr-line><![CDATA[ Ambato]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>02</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>02</month>
<year>2024</year>
</pub-date>
<volume>16</volume>
<numero>1</numero>
<fpage>320</fpage>
<lpage>331</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202024000100320&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202024000100320&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202024000100320&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN La prestación de un servicio de calidad en hoteles de tres estrellas no solo incide en la reputación y credibilidad del establecimiento, sino que también asegura ingresos económicos sostenidos. Este estudio, centrado en el contexto ecuatoriano, se propone analizar, implementar y evaluar herramientas eficaces para medir y mejorar la experiencia del cliente. Los resultados subrayan la necesidad de un manual específico y estrategias continuas de capacitación para el personal, al enfocarse en áreas de mejora como la comunicación y la eficiencia en la atención. La demografía de clientes, principalmente entre 18 y 45 años con educación superior, ofrece oportunidades para adaptar estrategias y generar ingresos sostenibles. La implementación de medidas personalizadas no solo eleva la satisfacción del cliente, sino que también fortalece la competitividad del sector hotelero de tres estrellas en Ecuador.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The provision of quality service in three-star hotels not only affects the reputation and credibility of the establishment, but also ensures sustained economic income. This study, focused on the Ecuadorian context, aims to analyze, implement, and evaluate effective tools to measure and improve customer experience. The results highlight the need for a specific manual and continuous training strategies for staff, focusing on areas of improvement such as communication and efficiency in care. The customer demographic, primarily between 18 and 45 years old with higher education, offers opportunities to adapt strategies and generate sustainable income. The implementation of personalized measures not only increases customer satisfaction, but also strengthens the competitiveness of the three-star hotel sector in Ecuador.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Turismo sostenible]]></kwd>
<kwd lng="es"><![CDATA[Cliente]]></kwd>
<kwd lng="es"><![CDATA[Competitividad]]></kwd>
<kwd lng="en"><![CDATA[Sustainable tourism]]></kwd>
<kwd lng="en"><![CDATA[Customer competitiveness]]></kwd>
</kwd-group>
</article-meta>
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